Report - Connected devices and services: reinventing content

Publications

To answer this question, Bain & Cie launched an international survey on 3 continents and 5 countries: Europe (France, UK), America (USA) and Asia (urban India and urban China). By 2015, as connected TV is foreseen as a true revolution, the survey concludes on the increased competitiveness between the various types of screens, which will all be connected to each other in the future. But the trends are already visible, well ahead of the development of connected TV screens, notably in countries such as France where internet providers already offer, thanks to theirs “boxes” a full range of services and on-demand video. It is therefore without any surprise, that we can witness a relatively low willingness in France to access new services offered by connected TV, given their similarities to the ones already available. On the other hand, in urban India and in China, expectations are particularly high and the development of such services should go hand in hand with the increase of the time devoted to culture every day.

From these trends, the study draws a certain number of lessons. In a connected universe in which demand will influence consumption, the role of search engines and prescription via social networks will be critical. Besides, if blockbusters, which will keep fueling tomorrow’s main TV channels and networks prime times, are not threatened by on-demand video, the situation is rather different for specialized channels: on average audiences, demand could beat traditional linear consumption. The brands gathered by channels and producers will then have to differentiate their offer in this widened universe, necessarily less differentiated. At last, some programs, some cultural experiences, still limited to the long tail and not reaching the main channels’ program schedules, should, on the other hand, benefit from a better exposure and reach a larger public, without questioning the current economic situation. From this perspective, connected devices and services constitute a real opportunity for more confidential programs, being more demanding, or for the sharing of the catalogue constituting our audiovisual and cinematographic heritage – that is to say a real occasion for culture, notably for opera or performing arts!

At last, the study explores the different opportunities offered by the connected universe in terms of cultural heritage and beaux arts: these latter should benefit from the advantages of digital technologies, such a real time 3D or the kinesic recognition, allowing the development of new ways of visiting museums (the Google Art Project is a good example of this) or the digital access to places, such as operas or castles (e.g. Orange currently works with the Chateaux de Versailles on a project of this type). Apps should also completely renew the way of visiting museums, considerably enriching the traditional services offered (e.g. audio guides).